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part 2 hits britain and the u.s. on july 15. though the movies may be ending, the brand is expected to remain lucrative through the magic of marketing. jim explains it to us. >> the tag line for this, the final of the eight harry potter films, it all ends here. that may be the case after seven novels, but harry will live on in the form of a new website coming soon. >> back in 1998, i knew i was generating a lot more material than would ever appear in the books. it was simply ridiculous. to me at the time, who will ever want to know the significance of all these different wand words? this was all in my head. >> now the author joined with sony to create a home for the potter discussions and games and material. potter fans once signed up will answer questions, which will place them in one of the four houses and there will be room for users to have their own potter web pages. though everything will be free, rowling says it's her way to giving back to fans. >> you don't have to pay to get the extra material. you don't have to buy a single thing to go on to the website and have the wh
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